At Amazon, we are obsessed with earning and maintaining customer trust. We work hard and leverage advanced technology to create an experience that is simple and trustworthy as customers shop in our stores. Artificial intelligence (AI) supports this journey from before a product is even listed in our stores to when a package arrives at a customer’s door. Through AI innovation, including Amazon’s generative AI capabilities, we’re transforming how customers discover and evaluate products, while ensuring authenticity and strengthening the safety our store. Here are eight ways Amazon’s AI solutions work behind the scenes to build trust and delight customers throughout the entire shopping journey.
Proactive controls and safety measures
1. Advanced seller verification
Amazon uses advanced technology and expert human reviewers to verify the identities of potential sellers. When prospective sellers apply to sell in Amazon’s store, they are required to provide a form of government-issued photo IDs, along with other information about their business. We employ advanced identity detection methods like document forgery detection, image and video verification, and other technologies to quickly confirm the authenticity of the government-issued IDs and whether they match the individual applying to sell in our store. In addition to verifying these, Amazon’s systems analyze numerous data points, including behavior signals and connections to previously detected bad actors, to detect and prevent risks.
2. Proactive infringement protection
Our teams leverage the latest advances in computer vision, risk, and large language models to proactively identify and remove listings from our store that infringe on rights owners’ intellectual property (IP) and help ensure customers receive authentic products. They have also improved our ability to accurately detect complex visual IP infringements such as logos, shapes, and patterns. These advances allow Amazon to stay ahead of new and emerging bad actor tactics while scaling our protections, which systematically perform automated evaluations on tens of millions of product images each week.
3. Enhanced customer protection
Our advanced machine learning models continuously scan compliance documents to ensure a product is safe before it appears in our store. In 2024, we used automated technology and AI to scan billions of attempted changes to product detail pages daily for signs of abuse. When necessary, we also augment our technology by flagging listings for deeper review by our team of safety and compliance experts.
Discovery and search experience
4. Personalized shopping experiences
Our AI capabilities create personalized product recommendations and descriptions based on a customer’s previous shopping activity. Features like AI-generated review highlights offer customers quick insights to help them make informed decisions, including summaries of product reviews, size guidance for clothes, and more. And with Rufus, our generative AI-powered shopping assistant, customers can quickly understand product details, get recommendations, and compare options. Rufus is trained on Amazon’s extensive product catalog, customer reviews, community Q&As, and information from across the web to answer customer questions and make their shopping experience more seamless.
5. Product listing quality improvement
Amazon offers AI-based tools to help sellers create more accurate, detailed, and clear product descriptions, making it easier for customers to find and understand products. As of December 2024, more than 500,000 Amazon selling partners have utilized our generative AI listing tools. Sellers accept these AI-suggested attributes nearly 90% of the time with minimal or no edits.
Product evaluation and decision making
6. Fake review detection
Amazon uses the latest advancements in AI to stop hundreds of millions of suspected fake online reviews, manipulated ratings, fake customer accounts, and other abuses before customers see them. Machine learning models analyze a multitude of proprietary data including whether the seller has invested in ads (which may be driving additional reviews), customer-submitted reports of abuse, risky behavioral patterns, review history, and more. Large language models are used alongside natural language processing techniques to analyze anomalies in this data that might indicate that a review is fake or incentivized with a gift card, free product, or some other form of reimbursement. Amazon also uses deep graph neural networks to analyze and understand complex relationships and behavior patterns to help detect and remove groups of bad actors or point towards suspicious activity for investigation. In 2024, Amazon observed and proactively blocked more than 275 million suspected fake reviews in its stores worldwide.
7. Intelligent review summaries
In 2024, we launched AI-powered review summaries in the U.S., clearly marked as AI-generated. This innovative feature synthesizes insights from thousands of customer reviews into concise, easy-to-digest overviews. Our models analyze patterns in customer sentiment, frequently mentioned product attributes, and overall ratings to create comprehensive synopses. These summaries help customers quickly grasp product’s strengths and potential relevance to them, saving time and helping our customers shop with confidence.
Fulfillment and quality assurance
8. Product quality controls
We leverage a combination of computer vision technology and generative AI in our fulfillment centers to monitor products for potential safety risks like damage and past expiration dates. In 2023, we inspected 188 million products in our imaging tunnels, removing entire batches of inventory with expired dates or other defects from the fulfillment process. We then use a multi-modal large language model (MLLM) to evaluate customer feedback, fulfillment center images, and other data to determine the root cause of the issue and continuously improve our systems.
From personalized discovery to final delivery, Amazon’s AI technology works continuously to enhance every moment of the shopping journey. We obsess over creating experiences that delight our customers, which is why our innovation never stands still. Our people, AI-powered systems, and advanced technology work together to innovate to make an even more seamless, safe, and trustworthy experience, every day.
Learn more about our approach to a trustworthy shopping experience and our commitment to the responsible use of AI.